Marketing Craftmanship

JULY 1, 2014

In their 2001 book, The Attention Economy , social scholars Thomas Davenport and John Beck proposed that in today’s information-flooded world, the most scarce resource does not involve ideas, money or talent. with target audiences remains the most effective means of gaining and maintaining engagement.

B2B Marketing 100

B2B Marketing B2B Thought Leadership B2B Marketing Management 100

Marketing Craftmanship

SEPTEMBER 2, 2014

Prospective customers now turn to their personal networks and publicly available information — via digital and social media channels—to self-diagnose their problems and to self-prescribe their own solutions. does not guarantee marketplace attention.

B2B Thought Leadership 100

B2B Thought Leadership WOM B2B Marketing Thought Leadership 100

Marketing Craftmanship

FEBRUARY 13, 2015

If a hedge fund is unwilling to provide on its website essential information related to its capabilities and credibility, then the firm is not really serious about market communication. Thought leadership – which is overused marketing jargon – is a strategy that leverages knowledge and ideas to engage target audiences.

Transparency 100

Transparency Thought Leadership Planning Enterprise Management 100

Marketing Craftmanship

JANUARY 10, 2015

Peppercom’s research shows that: Nearly all of the largest funds have a website, but most of those websites have no marketing value, and consist of little more than a logo and contact information. Very few funds have Twitter accounts. Hold off on Twitter and other social media sites. Create a bona fide website, not a proxy.

Practices 100

Practices Planning Enterprise Management Transparency 100

Marketing Craftmanship

MARCH 16, 2013

But if you are unable or unwilling to generate meaningful content on a consistent basis (at least twice a month), or to merchandise your blog content properly (which means taking specific steps to promote the content with target audiences), then do not start a blog. Forget Facebook, Twitter and Google+. It’s a brand liability.

Social Media 100

Social Media Media Merchandising B2B 100

Marketing Craftmanship

AUGUST 31, 2011

And its sole purpose was to provide the press with information likely to be of interest to the public; containing what journalists still call “news value.”. Because press releases are now considered sales collateral by their target audiences, “media relations” for all companies will be managed by the marketing department.

Public Relations 100

Public Relations Press PR Content 100

Marketing Craftmanship

NOVEMBER 9, 2017

While financial and legal considerations will always be the primary focus, a tangible sophistication gap has long existed between workout arrangement skills, compared with what’s required to preserve a company’s goodwill among internal and external audiences during a corporate restructuring. Tailor Core Messaging for Each Audience.

Brand Identity 100

Brand Identity Branding Urgency Marketing Enterprise Management 100